Marketing Research Chap 3 STUDYYYY
48. In almost all cases, the research process is made up of 11 definite and clearly defined steps.
FALSE
49. Most research projects follow an orderly, step-by-step process.
FALSE
51. Researchers understand that as they make decisions on how to proceed in the future, that it is poor research practice to go back and revisit a previous step.
FALSE
56. When making routine decisions, most managers do not have experience to act without any additional information.
FALSE
58. Even though a manager may determine the timing is wrong to conduct marketing research, he or she should take the time to perform the necessary research.
FALSE
63. Marketing research should be conducted periodically, even when there is no need to make a decision, and have the information available to guide decision-making.
FALSE
68. Late identification of problems can lead to managerial changes that can greatly improve bottom-line profits.
FALSE
69. For the most part, there is little variability among firms in terms of ability to identify opportunities.
FALSE
73. When management has defined the problem and the researcher has conducted a situation analysis, the researcher must make a decision as to whether the problem has been satisfactorily corrected.
FALSE
76. The situation analysis is a concise description of the problem or opportunity that management is facing that requires research to make a decision.
FALSE
78. An important part of developing research objectives is speculating on what type of information should be measured.
FALSE
80. The research objective should not define how the construct being evaluated is measured.
FALSE
84. Research projects have the least likelihood for success when the managers and researchers are in too close communication throughout the research process.
FALSE
89. It is rare that client-side marketing researchers who are planning to conduct research on behalf of their own companies are required to submit proposals prior to conducting research.
FALSE
91. Ethical issues are of little concern to clients and researchers within the marketing research proposal process.
FALSE
61. All methods of measuring the value of research generally do not link the research results to business impacts.
FALSE *All methods of measuring the value of research should explicitly link the research results to business impacts*. In other words, a research study should not just conclude that alternative A produces more consumer satisfaction. Rather, the increase in consumer satisfaction should be linked to an impact such as greater customer retention or higher market share.
75. Penalties are the results of marketing actions. In view of potential penalties and to evaluate decision alternatives, managers must speculate on the consequences of selecting any alternative.
FALSE *CONSEQUENCES* are the results of marketing actions. In view of potential penalties and to evaluate decision alternatives, managers must speculate on the consequences of selecting any alternative.
71. A strategic analysis is a form of exploratory research undertaken to gather background information and data pertinent to the problem area that may be helpful in properly defining the problem decision.
FALSE A situation analysis is a form of exploratory research undertaken to gather background information and data that may be helpful in properly defining the problem decision
54. Companies with policies regarding marketing research never show a preference for the type of research management prefers.
FALSE Company policy regarding marketing research may also show a preference for the type of research management prefers.
86. Managers often are aware of the need to work closely with the researcher, and this eases difficulties in identifying the real problem.
FALSE Managers often are unaware of the need to work closely with the researcher, and this causes difficulties in identifying the real problem.
87. The alternative term to "Request for Proposal" is "Requirement to Bid."
FALSE The alternative term to "Request for Proposal" is "Invitation to Bid."
55. The need for marketing research arises when managers must make decisions and they have adequate information.
FALSE The need for marketing research arises when managers must make decisions and they have *INADEQUATE* information.
64. The success of a marketing research project depends on properly pinpointing a problem to formulate the situation analysis.
FALSE The success of a marketing research project depends on properly pinpointing a problem to formulate the *problem statement.*
50. After beginning to gather data, it may be determined that the research objectives should be changed.
TRUE
52. When managers must make decisions and they have inadequate information, this signals the need for marketing research.
TRUE
57. Before proceeding with a marketing research effort, managers should see if the marketing intelligence system (MIS), the internal reports system, or the decision support system (DSS) contains the needed information or data.
TRUE
59. When products have been around for many years and are reaching the decline stage of their life cycle, it may be too late for research to produce valuable results.
TRUE
60. Although costs for marketing research are readily estimated, it is much more difficult to estimate the value research is likely to add.
TRUE
65. Problems are situations calling for managers to make choices among alternatives.
TRUE
66. The tasks that ultimately lead to establishing research objectives begin when a problem or opportunity is recognized, but there is not enough information to know how to respond.
TRUE
67. Failure to meet an objective and the identification of an opportunity are two sources of problems in situations that are either potentially positive or negative for an organization.
TRUE
70. Managers may be aware of symptoms, which are changes in the level of some key monitor that measures the achievement of an objective, but that does not mean they know what the problem is.
TRUE
72. When the manager and researcher are in agreement about which symptom or symptoms are in need of attention, it is time to determine what could possibly cause the symptoms.
TRUE
74. Price changes, product modification or improvement, promotion of any kind, and adjustments in channels of distribution are examples of decision alternatives, which are all marketing actions the manager thinks may resolve the problem.
TRUE
77. Research objectives should specify from whom the information should be gathered and exactly what information is needed.
TRUE
79. Marketing researchers are constantly thinking of constructs during the problem definition process. Once they know the constructs to be measured, they can determine the proper way to measure that construct.
TRUE
81. Researchers realize that when they are formulating their research objectives, the information requested of respondents must be worded using the respondent's frame of reference.
TRUE
82. Once the problem definition and research objectives development process have been formulated, it may be useful to determine action standards.
TRUE
83. Marketing research can produce interesting results and information. However, if the interesting information gives managers no guidance, it may indicate the absence of action standards.
TRUE
85. Managers who are more involved with the research process tend not to launch new products which fail in the marketplace.
TRUE
88. The proposal should be professional looking, well written, and comprehensive. It should also very clearly define the problem and state the research objectives.
TRUE
90. Research proposals take many hours of work and thought. The details may contain proprietary details of proposed methods, approaches, and cost structures.
TRUE
92. One of the basic ethical codes of conduct includes maintaining the confidential identity of clients and research sponsors.
TRUE
53. The importance of research will be reflected in a company's policy regarding the use of marketing research.
TRUE A company's philosophy about the importance of research will be reflected in its policy regarding the use of marketing research.
62. The metrics surrounding the value of marketing research should demonstrate that risk was mitigated and quantify the financial value of that risk reduction.
TRUE All methods of measuring the value of research should demonstrate that something happened as a result of the research that would not have happened otherwise and quantify the financial value of that difference. Or the metrics should demonstrate that risk was mitigated and quantify the financial value of that risk reduction
47. The value in characterizing the steps in the marketing research process is two fold. The first is that the steps give researchers and others an overview of the process.
TRUE The value in characterizing research projects in terms of successive steps is twofold. First, the steps give researchers and others an overview of the process. Second, they provide a procedure in the sense that a researcher knows what tasks to complete and in what order.
21. A situation analysis should be conducted in which of the following circumstances? a. A client seeks help in properly defining the problem. b. A client defines the problem and a researcher prepares research objectives. c. When the information needed to define a problem is in the decision support system. d. When the information needed to solve the problem is in the internal report system.
a. A client seeks help in properly defining the problem.
22. Symptoms are sometimes confused with problems. The researcher should: a. Clarify the symptoms early in the research process. b. Modify the research plan to address the symptoms. c. Use a methodology that is appropriate for the problem. d. Design a research plan to explore symptoms during the research phase.
a. Clarify the symptoms early in the research process. To understand the background of a problem, the researcher must conduct a situation analysis, clarify the symptoms of the problem, and determine the probable causes of the symptom.
13. The most important step in the marketing research process is: a. Defining the problem. b. Determining the need for marketing research. c. Determining the research objectives. d. Defining the research plan.
a. Defining the problem. Once a firm decides to conduct marketing research, the second step is to define the problem. This is the most important step, because if the problem is incorrectly defined, all that follows is wasted effort.
1. The marketing research process contains multiple steps. The first step of the process is: a. Establishing the need for marketing research. b. Defining the problem. c. Establishing the research objectives. d. Determining methods of accessing data.
a. Establishing the need for marketing research.
17. A new use for a product is identified on social media, or those in a target market would like to have a service delivered to their doors. These would be examples of: a. Identification of an opportunity. b. Identification of an alternative product. c. Identification of a market. d. Identification of a target market.
a. Identification of an opportunity.
38. What is the name of the type of document that is routinely used in all business sectors when a firm desires supplier firms to present proposals or bids? a. RFP b. RTP c. MRD d. PRD
a. RFP
5. The information that tells the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem is contained in the: a. Research objectives. b. Research design. c. Research methodologies. d. Research plan.
a. Research objectives. Research objectives tell the researcher exactly what information needs to be gathered and analyzed to allow managers to make decisions related to a problem. Research objectives need to be very clear, since they will determine the methods used and the content of the measurement instrument.
35. Action standards entail making important decisions before data collection, but also: a. Set clear guidelines for action after data collection. b. Set guidelines for information to be collected from the respondent. c. Set guidelines for measured characteristics for a research objective. d. Set actions for development of the research plan.
a. Set clear guidelines for action after data collection. An action standard is the predesignation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place. The purpose of the action standard is to define what action will be taken given the results of the research findings.16 In other words, by specifying the action standard, managers will know, once they receive the information collected by the researcher, which decision alternative to select.
31. ________ is sometimes used interchangeably with the term construct. a. Variable b. Measurement c. Function d. Dependent
a. Variable
27. An important step in the problem definition process involves ________, which is the quantity and quality of evidence a manager possesses for each of his or her assumptions. a. assessing the existing information state b. explaining the existing information state c. assessing research objectives d. assessing marketing actions
a. assessing the existing information state
10. Questions must be phrased properly to ________ and therefore can be used to solve the problem. a. generate answers that satisfy the research objectives b. generate responses that satisfy the sampling plan c. promote respondent bias d. elicit the answers the client is seeking
a. generate answers that satisfy the research objectives
23. When a gap exists between what did happen and what could have happened, it is known as: a. Sampling error. b. A symptom. c. An opportunity. d. A problem.
b. A symptom.
36. Action standards provide a path for: a. Research design. b. Decision-making. c. Creating research objectives. d. Choosing a methodology.
b. Decision-making. An action standard is the predesignation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place. The purpose of the action standard is to define what action will be taken given the results of the research findings.16 In other words, by specifying the action standard, managers will know, once they receive the information collected by the researcher, which decision alternative to select.
2. When managers must make decisions and they have inadequate information, this signals the need: a. To define the problem. b. For marketing research. c. To establish research objectives. d. To establish research design.
b. For marketing research.
18. Companies find and identify opportunities in varying ways. Which of the following does NOT represent a proactive way of finding and identifying opportunities? a. Reliance on innovation to renew product and services b. Having an opportunity fall into the company's lap c. Empowering sales teams and front-line employees to identify problems d. D) Collaborating with clients in product development
b. Having an opportunity fall into the company's lap
32. Marketing researchers find constructs helpful. Once it is determined that a specific construct is applicable to the problem, there are customary ways of ________ the constructs. a. Synchronizing b. Operationalizing c. Analyzing d. Projecting
b. Operationalizing Marketing researchers find constructs helpful because, once it is determined that a specific construct is applicable to the problem, there are customary ways of operationalizing, or measuring, these constructs. The research objective should define how the construct being evaluated is actually measured. These definitions are referred to as operational definitions. An operational definition defines a construct, such as intention to buy or satisfaction, in terms of the operations to be carried out for the construct to be measured empirically.
28. A retailer wants to understand the consequences of an increase in sales by baby boomers and a decrease in sales by millennials during the past 12 months. This is an example of: a. Problem definition b. Problem statement c. Weighing alternatives d. Problem consequences
b. Problem statement
14. The success of a marketing research project depends on properly pinpointing a problem to formulate the: a. Research plan. b. Problem statement. c. Research methods. d. Research budget.
b. Problem statement.
6. ________ need to be very clear, since they will determine the methods used and the content of the measurement instrument. a. Research instruments b. Research objectives c. Research approaches d. Research design plans
b. Research objectives Research objectives tell the researcher exactly what information needs to be gathered and analyzed to allow managers to make decisions related to a problem. Research objectives need to be very clear, since they will determine the methods used and the content of the measurement instrument.
11. What term describes how each sample element is to be drawn from the total population? a. Sample size b. Sample plan c. Sample frame d. Sampling unit
b. Sample plan Sample plans describe how each sample element, or unit, is to be drawn from the total population.
12. To what does the number of elements of the population that are used to make up the sample refer? a. Sampling unit b. Sample size c. Sample frame d. Sample plan
b. Sample size
44. The marketing research proposal process is an area where clients and researchers should be sensitive to ethical issues. Which of the following would constitute an ethical issue? a. Asking for an extension of time to complete the research project b. Sharing one company's proposal with another bidder c. Seeking help from subject matter experts outside the company d. Purchasing additional analytical software to complete the project
b. Sharing one company's proposal with another bidder
43. What portion of the proposal indicates whether the research will be exploratory, descriptive, or causal? a. The research objective b. The research method c. The problem statement d. The statement of deliverables
b. The research method
24. When the manager and researcher are in agreement about which symptom or symptoms are in need of attention, it is time to determine what could possibly cause the symptoms. A ________ should have identified these possible causes. a. competitive analysis b. situation analysis c. financial analysis d. product analysis
b. situation analysis
39. It is critical that the proposal ________ to be sure that the client and the research firm are in agreement about the goals of the projects. a. states the type of statistical analysis to be used b. very clearly defines the problem and states the research objectives c. outline the sample size and methods d. indicates the type of reports and presentations that will be delivered
b. very clearly defines the problem and states the research objectives
25. A manager considers which actions may resolve the problem. Actions such as price changes, product modification or improvement, promotion of any kind, and adjustments in channels of distribution are examples of: a. Product alternatives. b. Distribution alternatives. c. Decision alternatives. d. Pricing alternatives.
c. Decision alternatives.
29. As part of the research process, researchers develop a goal-oriented statement or question that specifies what information is needed to solve a problem. This is called: a. Establishing the need for marketing b. Defining the problem c. Establishing research objectives d. Creating the problem statement
c. Establishing research objectives A research objective is a goal-oriented statement or question that specifies what information is needed to solve a problem. Research objectives should be clear, specific, and actionable.
15. The marketing research process begins when a managerial problem or opportunity exists that demands action, but there is not enough information to know how to respond to the problem. This sets into motion a series of tasks that ultimately leads to: a. Acknowledging the need for research. b. Setting the research budget. c. Establishing research objectives. d. Determining the research plan.
c. Establishing research objectives.
8. The term "research design" refers to the research approach used to meet the research objectives. Three widely recognized research designs are: a. Exploratory, structured, and causal. b. Formal research, descriptive, and causal. c. Exploratory, descriptive, and causal. d. Descriptive, casual, and exploratory.
c. Exploratory, descriptive, and causal.
19. Identification of problems is challenging. What portion of an MIS system would make managers aware of promotions that are cannibalizing other products or indicate which geographical regions are responding or not responding to promotions? a. Marketing research system b. Marketing intelligence system c. Internal reports system d. Marketing decision support system
c. Internal reports system
45. What document outlines the code of ethics to which marketing research companies should adhere? a. CASRO Code of Ethics b. AMA Market Research Code c. MRA Code of Marketing Research Standards d. AAPOR Ethics Code
c. MRA Code of Marketing Research Standards
37. What is the document that the marketing researcher pledges to deliver as a result of the marketing research process? a. Marketing research plan b. Marketing research report c. Marketing research proposal d. Marketing research presentation
c. Marketing research proposal
33. Researchers realize that, when they are formulating their research objectives, the information requested of respondents must be worded using the: a. Industry's frame of reference. b. Researcher's frame of reference. c. Respondent's frame of reference. d. Client's frame of reference.
c. Respondent's frame of reference.
3. Sometimes problems arise for which marketing research is not the best solution. Which of the following is NOT one of the major reasons that marketing may not be the best solution? a. The information is already available b. The timing is wrong to conduct marketing research c. The company has revenue d. Costs outweigh the value of the marketing research
c. The company has revenue
40. One of the keys to successful proposals is: a. To have the research project priced competitively. b. To stress the technology and software that will be used. c. To provide a comprehensive background of the problem and proposed methods. d. To highlight the type of statistical and data analysis.
c. To provide a comprehensive background of the problem and proposed methods.
30. Researchers realize that an important part of developing research objectives is determining what type of information should be measured. What is the term for multiple characteristics used to measure a concept? a. A survey instrument b. A survey measurement c. Construct measurement d. A construct
d. A construct An important part of developing research objectives is determining what type of information should be measured. When multiple characteristics are used to measure a concept, it is called a construct. A construct is an abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related.
34. What is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place? a. Achievement standard b. Characteristic standard c. Attribute standard d. Action standard
d. Action standard An action standard is the predesignation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place.
4. Once a firm decides to conduct marketing research, the second step is to: a. Decide the research approach. b. Establish the research objective. c. Establish the research budget. d. Define the problem.
d. Define the problem. Once a firm decides to conduct marketing research, the second step is to define the problem. This is the most important step, because if the problem is incorrectly defined, all that follows is wasted effort. Marketing research should only be conducted when firms need to make a decision and do not have the information available to guide decision making. At this stage, a problem statement should be developed that summarizes the problem succinctly. A later section of this chapter addresses issues that should be considered to properly develop the problem statement.
16. A retailer may experience a decrease in sales over previous periods, a website begins losing traffic, or an advertising campaign does not reach its expected level of awareness. These situations are examples of: a. Failure to perform marketing research. b. Failure to perform marketing planning. c. Failure to meet sales targets. d. Failure to meet objectives.
d. Failure to meet objectives.
7. A research objective should specify: a. The research design used in the research study. b. The sample size used in the research study. c. The sampling procedure used in the research study. d. From whom information is to be gathered.
d. From whom information is to be gathered.
41. The first and one of the most critical elements of a proposal is: a. Research objective. b. Research method. c. Project cost. d. Problem statement.
d. Problem statement.
9. Identifying information sources and types is an important part of the research process because: a. Decisions need to be made about the methods of analytics. b. The methods related to the research plan need to be determined. c. The need to determine sample size. d. Research provides information to help solve problems.
d. Research provides information to help solve problems. Because research provides information to help solve problems, researchers must identify the types and sources of information they will use in step 5. Two types of information are primary (information collected specifically for the problem at hand) and secondary (information already collected).
42. A marketing research proposal contains: a. Symptoms associated with research. b. The action standards for a project. c. Important assumptions made by the researcher. d. The timetable for a research project.
d. The timetable for a research project.
26. To evaluate decision alternatives, managers must speculate as to the consequences of selecting each alternative. This process is called: a. Choosing an alternative. b. Selecting an action. c. Planning actions. d. Weighing the alternatives.
d. Weighing the alternatives.
20.A situation analysis is a form of ________ undertaken to gather background information and data that may be helpful in properly defining the problem decision. a. causal research b. informal research c. descriptive research d. exploratory research
d. exploratory research
46. One of the most important guiding ethical principles of the marketing research proposal is that ________ in the agreement with the client. a. deadlines should be met as specified b. invoices should be issued as specified c. technologies should be used as specified d. work must be performed as specified
d. work must be performed as specified
